Dell, one of the most beloved brands among tech enthusiasts for years, is bringing its legendary XPS series to an end. According to announcements made at CES 2025, the company is rebranding its entire product lineup, retiring iconic names like “XPS.” Under the new naming strategy, Dell products will now fall into three main categories: Dell, Dell Pro, and Dell Pro Max.

XPS rebranded as ‘Dell Premium’

According to Dell, the XPS series is not being completely discontinued but will now be referred to as “Dell Premium.” This rebranding aims to simplify product identification for consumers. By adopting a streamlined approach, Dell intends to highlight the “Dell” brand more prominently. However, this decision to phase out a long-established name like XPS has left many tech enthusiasts disappointed.

For years, XPS has been synonymous with premium quality in the Windows laptop category. Now, this prestigious series will simply fall under the umbrella of “Dell Premium.” While Dell officials argue that the new strategy is designed to provide consumers with a simpler shopping experience, replacing an iconic name like XPS with a generic term has sparked criticism.

While the rebranding effort aims to simplify Dell’s product lineup, the decision to retire a legacy name like XPS has already sparked significant debate in the tech world. Whether Dell’s new strategy and rebranded models will succeed remains to be seen.

Do you think Dell’s decision to retire the XPS brand is a smart move? Share your thoughts in the comments below!